The expected retail customer: Value co-creator,co-producer or disturbance? |
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Institution: | 1. CTF, Service research center, Karlstad University, SE 651 88 Karlstad, Sweden;2. University of Borås, SE 501 90 Borås, Sweden |
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Abstract: | The purpose of this paper is to explore expectations among front-line employees regarding their customers and how these expectations can be understood in relation to strategies of customer participation and value co-creation. Two categories of expectations are identified; operative and interactive. In particular, the operative expectations reveal a service practice that is heavily structured by large-scale systems and ideals of rational efficiency. It is argued that co-creation needs to be discussed on both the strategic level, i.e. in terms of what the “customer”/market wants, and on the operative level, where the customer's direct contribution to the value-creating process has its focus. |
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Keywords: | Front-line employees Expectations Customer participation Value co-creation |
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